For the 2020 Census, the U.S. Census Bureau has placed a premium on outreach and communications to reach every person throughout the United States no matter where they live or what language they speak. The 2020 Integrated Communications Campaign is instrumental to accomplishing that goal.
Currently, this campaign is on track and meeting its operational milestones. Census Bureau leadership recently listened to Team Y&R, our partners in this effort, present their high-level findings from the Census Barriers, Attitudes and Motivators Study (CBAMS). And earlier today, Team Y&R presented at the National Advisory Committee (NAC) meeting with an update on their findings.
The 2020 CBAMS proves a much stronger and more robust foundation for our communications strategy than available in prior decennial censuses. It included more than 17,000 responses to a national mail-out survey, alongside 42 focus groups across 11 audiences conducted in five languages.
The extensive research effort yielded rich insights that will inform the subsequent stages of the communications campaign. Some summary observations include:
The 2020 Integrated Communications Campaign is incorporating these findings to ongoing partnership, public relations, data dissemination and social media outreach efforts. Stay tuned for the release of the full CBAMS report from the Census Bureau in the near future.